Human Experience Framework
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Transcript of Human Experience Framework
Human Experience Framework
Author: Sharon Don 9.9.2012
1
HEX
2
Delivery todayConsumer needsConsumer HEX-olutionWhat is HEX?HEXlo’s theoryHEX stuffHEX-assessHex-alateHEX planBack up
3Source: Corporate Executive Board
The statistics: Of 271 programs that delivered on time and budget, on average
only 53% of desired business outcomes were achieved.
…Deliver greatest VALUE to Customers
Our program deliveries must be about people
We must ensure every program delivery creates an emotional connectionA brilliant experience = loyal and engaged customers
4
Easy to use Simple & clearRelevant & useful
…Ensure in every program delivery, we show “WE
CARE”?
…Embrace VALUES in every program?
How do we….?
..put Customers & employees
at the heartof every decision
we make
Link made on projects to key levers for
NPS
The Human Experience (HEX) framework has been developed
for use across all programs to:
5
Show how we care – Brand values
Customers
are at the heart of every
decisionwe make
Iterations made
throughout delivery and post launch are
based on real users and
customers feedback
Provides a superior experience to our
customers via
optimal design for Human Experience
CareFreedom from
irritating obstacles
(reduced discomfort & stress, improved brand
image)
EfficiencyLeast resources
expended
(Increased use of features, wider range of
capability)
EffectivenessAccuracy &
completeness
(reduced rework, CRs, training and support costs)
How we turn people on
Ensure the Brand Promise, the required Customer Experience and the User’s ergonomic needs are integrated into what we deliver
Based on ISO standards, HEX incorporates Brand, Usability & Customer Value
• B• B• B
• B• B• B• b
Our Human Experience(HEX) Framework will ensure that human-centred methods are used throughout the system life cycle
7
Meaningful (has personal significance)
Pleasurable (memorable
experience worth sharing)
Convenient
(Super easy to use, works like I think)
Usable
(Can be used without difficulty)
Reliable
(is available and accurate)
Functional
(works as per designed)
I Trust you
I feel Rewarded
I Love this Service
Does what it’s supposed to
(Makes me feel Smart)
It always works
(Sustainably)
It Works
(as on the box)
Brand value
Focu
s o
f H
EX Focused on Experiences
(People, Activities, Context)
Focused on Tasks
(products and features)
Program Delivery
HEX Framework
Brand values
• I Trust you• I Feel Rewarded• I Love what you do
Customers & employees are at the
heart of every
decision we
make
HEX
+ what else& how?
OPTUS
HEX provides options to ensure we consider brand customer & user experience values before, during and after program delivery
Vision Tree’s
Personas
User Stories
Use Cases
Wire frames/Prototypes
Visual Guidelines
User Validation
Testing Guidelines
Customers & employees are at the
heart of every
decision we make
0-10 10,000 5mil 10mil+
Immediately noticeable Direct
impact
Transparent-Indirect change
Somewhat noticeable
Significantly noticeable
Small user group Optus staff Our Customers
Infl
uen
ce o
n C
ust
om
er V
alu
e /
Usa
bili
ty a
nd
Bra
nd
People (humans) impacted by the change
Internal Customers or specific Customer segments
LOW
HIGH
Low HEX
Critical HEX
Medium HEX
High HEX
All customers , Australian marketplace – or global!
• Small change scope• Small communityE.g. IT platform upgrades Call Centre software
upgrade
• Small change scope• Large communityE.g. Network upgrades Version upgrades
• Large change scope• Large communityE.g. New product launch
to all segments Customer self service
• Large change scope• Small communityE.g. Satellite Enhancements
….HEX evaluationdepends on:
HIGH
• number of people impacted
• influence of the change on experience & brand values
Addressable market or more (Aust. Population)
Every program must consider our Brand promise, Customer & User Experience…
How do we….?
Selective, relevant, co-ordinated comms Honey Considered Comms
Awareness/
Buy/Conne
ct/Use/Ren
ew
engagement,
loyalty?
5 8 0 0 8 0 42.63
Disruptive brand experience Honey Pre-paid Rewards Competitive Advantage
Awarenes/
Buy/use/re
new
churn,
recharge
value,
engagement,
acquisition
OSATCON,
PRDSAT_10,
PRDSAT_2,
Rel_1, Rel_3,
Rel1, PRCSAT_4 10 0 0 0 10 0 21.2
Stand out from the competition Honey Pre-paid Rewards Competitive Advantage
Awarenes/
Buy/use/re
new
churn,
recharge
value,
engagement,
acquisition
OSATCON,
PRDSAT_10,
PRDSAT_2,
Rel_1, Rel_3,
Rel1, PRCSAT_5 10 0 0 0 10 0 21.2
Create a “slap in the face” Honey Pre-paid Rewards Competitive Advantage
Awarenes/
Buy/use/re
new
churn,
recharge
value,
engagement,
acquisition
OSATCON,
PRDSAT_10,
PRDSAT_2,
Rel_1, Rel_3,
Rel1, PRCSAT_5 10 0 0 0 10 0 21.2
Optus must be top of mind Honey Competitive Advantage
Awareness/
Use/Query/
Renew
churn,
recharge
value,
engagement,
acquisition 10 0 0 0 10 0 21.2
Improved customer service Honey Not addressed Cust ServiceUse/Proble
m/Query
engagement,
loyalty
ease of use 0 0 0 0 0 0 0
Simple redemption (for themselves) Shiny Free days Free Days Use/Renew
ease of
use/access
engagement
recharge
value
PRDSAT_2,
PRDSAT_10,
PRDSAT_11,
PRDSAT_1
PRCSAT_3,
PRCSAT_4,
Rel_1, Rel_2,
Rel_3 5 0 0 0 10 0 15.45
Customer Servi
ce
36.5%
Billing
24.4%Pricin
g
8%
Relationsh
ip
9.7%
Network
10%
Product
11.5%
Identify HEX components not being met and
escalate for appropriate decision authority
MD Decision
Customer Decision
Core team Decision
What is the Hex impact - how many
users &/or customers will be impacted?What are the key critical requirements and the Minimal Viable Product?
Program delivery is all about managing risks, trade-offs & making decisions
MD or Sponsor decision to proceed
Risks/Issues referred to the Relevant Steering Team representative, for EG Customer risks/issues will be referred to Customer Representative on the Steering team
Core team empowered to deliver and make decisions on HEX / CE impact
do the right programs that deliver
both customer value & $$$?
manage the trade-off between
time, budget & quality?track & realise our benefits?
get the right people to make the
right decisions at the right time?
1 2 3
4
Relevant
Understand
Users
Define
Interaction
Prototype Design
Measure Validate
Innovate Plan
Simplicity
People Focus
We Care
Collaboration
Excellence
Integrity
Intelligence
Relevant
I trust you
It’s Possible
Simple
Trust
I love what you do
I feel
rewarded
No Problems
“The most profound technologies are those that disappear. They weave themselves into the fabric of everyday life until they are indistinguishable from it.”
Wave 1 - Kick OffTrial programs
Define success->test plan
Coach, mentor teams
Test, learn &improve
Wave 1 ReviewRetrospective –Learning
Change Management – Scale
Measure results - KPIs
Improve and select next projects
Wave 1 - OperationsChange implementation strategy
Documentation to QA acceptance standardTest, learn &improve
I feel
confident
Spirit
Challenging Leadership
Anticipate
needs
DELIVER MEASUREVISION
HEX Lifecycle
LEARNING | KNOWLEDGE | INSIGHTS
Starts long before the program and ends long after launch
HEX Vision Tree Template
14
Approach this exercise as a way to agree the value statement of the project so your entire team is
united in its vision and objectives.
Express no more than 3 problem statements from an
end-users perspective and
the functions that would
resolve these
Understand Users – Persona’s
15
HEX Persona Template
16
Try to define a few different personas so you can view *the customer* or *user* as real individual people with differing backgrounds, frustrations, motivations & goals.
Approach this exercise based
on the target segment/s identified for the product or
capability you are building
Define Interactions – Scenario’s
17
A scenario is a story about someone (usually your users) using whatever is being designed to carry out a specific task or goal
“Walk a mile in another man’s shoes”
HEX User Story Template
Approach this exercise not to create fully fleshed user stories.
Instead, outline functionality using a statement that might start with
"It would be great if… …I <persona> could
<function> so I can <value>
AO
P /
Ad
Ho
c C
on
sult
s
HEX within the Program Process
19
CONCEPT
• Vision Tree / Scope statement
• Persona
• Scenarios (day in the life of)
• HEX goals
• Customer Experience Impacts
• Brand Value Impacts
• Business Justification/ Recommendations
PROGRAM EXECUTION
• User Stories / Use Cases
• Straw Man/ Prototyping
• User Feedback
• Customer Experience Pulse check
• Brand Value Alignment
• User Journey / Navigation
• Brand / Visual guidelines / User guide
• Sitemaps / Wire frames
• Business Acceptance Criteria / BRT
POST LAUNCH
• HEX Review
• ISO Standard 16024
Business ArchitectureBusiness Architecture Impact Assessment
Business Benefits Realisation
Take the results and use as input to the next program
Bu
sin
ess
Cas
e
HEX
Res
ou
rce/
Ris
k P
rofi
le
Use proper tools to capture requirements rather than ‘gather’
and ‘collect’
Making sure that requirements are not allocated to systems ineffectively by linking with
Business Architecture
The Quality Triangle and its role in delivery
BrandCorporate
Brand
Product Brand Strategy
Brand Objectives
Customer Vision &
Value
- MVP
- VOC Priority
Are these being met?
How? UXHow is the sum
experienced
- User experience
- How pleasurable
Cost
Time Quality
Manage Risks & trade-offswith Business
YES or NO? Assign to a decision maker atappropriate authority
Typically, programs and projects
focus on cost & time to delivery.
Time, Cost & Quality are all key ingredients to successful project
delivery. HEX Quantifies the Quality Triangle.
21
EstimationUse in Concept phase to estimate business value, effort & negotiate scope, based on budget
Budget of $50K:
I now choose requirements with
most business value
OR make more informed decisions
to reprioritise requirements
Bang for BuckAverage Value (x1000 to get a
readable number) / Effort
This number is designed to give you a relative score to assess
your requirements
L4 Vision Tree
Inputs• Engaged Business owner : accountability• Customer value assessment• Prioritised User Stories • Technical person to do estimate
• B• B• B
• B• B• b
Usable
(Can be used without
difficulty)
Reliable
(is available and accurate)
Functional
(works as per designed)
Un-usable
(difficult to use)
Unreliable
(inconsistent)
Non-functional
(doesn’t work properly)
I can make it work for me
(Makes me feel Smart)
It always works
(Sustainably)
It Works
I can’t make this work
(makes me feel stupid)
It works sometimes
(causes frustration)
It doesn’t work
(lost my trust)
The downside of Negative HEX